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All Journal MIX : Jurnal Ilmiah Manajemen
Dzikhrullah, Harits Dijani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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"I Won't Buy This Product Again": The Boycott Determinants on Loyalty Using Animosity Model Approach Dzikhrullah, Harits Dijani; Vania, Amelindha
MIX: JURNAL ILMIAH MANAJEMEN Vol 14, No 3 (2024): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2024.v14i3.005

Abstract

Objectives: The paper investigates the correlation between McDonald's consumption and protest actions in Indonesia, with a particular focus on customer loyalty, customer ethnocentrism, consumer efficacy, and war animosity.Methodology: This research used the animosity model technique and a sample of around 200 respondents, determined by purposive sampling methods. Data were analyzed using the PLS-SEM method with the help of SmartPLS 3.0 software.Finding: The research demonstrates that customer ethnocentrism, consumer efficacy, and war animosity have a positive impact on boycotts, however, boycotts have an important negative effect on loyalty.Conclusion: The research analyzes the viewpoints of McDonald's customers about the CEO's position on governmental interference in a foreign country, with a particular focus on the issue surrounding the company's product. Certain customers express their dissatisfaction, while others engage in a boycott of McDonald's to compel changes in company policies. The study is conducted in Aceh, a place renowned for its strong religious convictions, with a specific emphasis on the local responses to McDonald's conduct.
Co-Authors Amelindha Vania